A BCG report puts India's online shoppers at about 300 million and projects 440 million by 2030. About 45% are women and about 30% rural. Five in ten offline buyers also research online first.
BY FIELD · Digital & Influencer
Social, influencer & performance marketing
Social reach is huge in India. Disclosure has been mandatory since 2023, with penalties up to ₹10 lakh (₹50 lakh for repeats).
For: every company that wants to build its brand with Indian consumersWhat you must do
Required
Official
If you have a material connection with the brand, label it clearly as 'Ad' or 'Sponsored'. Don't hide it in a bunch of hashtags
Source: S.S. Rana & Co. · 2023-01-25 ↗Required
Official
Imposed by the CCPA on manufacturers, advertisers and endorsers. Endorsement bans are also possible
Source: Onmanorama (PTI) · 2023-01-21 ↗Required
Official
On photos put the label on the image; on live streams show it from start to finish
Source: S.S. Rana & Co. · 2023-01-25 ↗Required
Official
ASCI regularly publishes lists of influencers and brands that break disclosure rules
Source: AZB & Partners · 2023-10-06 ↗Conditional
Official
Aug 2023: extra disclosure guidelines for health and medical influencers. Keep evidence for any efficacy claim
Source: AZB & Partners · 2023-10-06 ↗Required
Official
ASCI guidelines (from 1 Sep 2023) and CCPA guidelines (30 Nov 2023): false urgency, disguised ads and more
Source: Mondaq · 2026-09-17 ↗Recommended
Adullam
Run mainly on Instagram, YouTube and WhatsApp Business
Source: Adullam Consulting · 2026-10-20 checked ↗Recommended
Adullam
Influencer sourcing and campaigns via the Skreem partnership
Source: Adullam Consulting · 2026-10-20 checked ↗Recommended
Example
Produce separately in English plus the target city's language, such as Hindi or Tamil
Steps & deadlines
- 1–2 weeksTarget, positioning · channel planAdullam · Source: Adullam Consulting · 2026-10-20 checked ↗
- 1–2 weeksInfluencer selection · contract (with disclosure clause)Adullam & Skreem · Source: S.S. Rana & Co. · 2023-01-25 ↗
- 2–4 weeksContent production · campaign executionAdullam · Source: Adullam Consulting · 2026-10-20 checked ↗
- OngoingDisclosure compliance monitoringAdullam · Source: AZB & Partners · 2023-10-06 ↗
- After the eventReach and conversion reportAdullam · Source: Adullam Consulting · 2026-10-20 checked ↗
Documents to prepare
- Brand guide and logo
- Product samples
- Evidence for efficacy claims (tests, clinical data)
- Budget and timeline
- Sales link (store)
Time & fees Example
- Duration
- Campaign about 4–8 weeks (example)
- Fees
- Quote by campaign size
- Deliverables
- Content · influencer list · results report
Related Adullam platform
If you hire local marketing staff, start with contracts and payroll
Adullam HR & Legal ↗Recent cases
If one influencer leaves the sponsorship label off a story and ASCI flags it, the brand's name can be published too. Put the label wording, placement and takedown duty in the contract and add a pre-posting check.
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